Ethical Persuasion Unlocked
Welcome to Ethical Persuasion Unlocked — the podcast where the science of human decision-making meets real-world business growth.
On this show, Patrick van der Burght will share practical strategies to influence growth in your business through the science of ethical persuasion, and our entrepreneurs, CEOs, and expert guests will share their skills and strategies to fuel real business growth.
Join us as we unlock the principles of persuasion that make life, business, and relationships more authentic, more ethical, and more effective.
Latest Episode
Discover Patrick’s newest conversation on ethical persuasion, behavioral psychology, and real-world influence—designed to help you communicate more effectively and authentically.
Our Most Popular Episodes
0001The Hidden Cost of Not Knowing the Science of Ethical Persuasion
0002The Science of Human Decision-Making – Stop Talking to the Wrong Brain
0004What Are the 7 Universal Principles of Persuasion?
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Beyond the Podcast: Ethical Persuasion in Practice
Prefer reading over listening? These articles expand on key podcast themes and introduce new perspectives on ethical influence, decision-making, and communication.
Introducing Behavioural Photography: Applying Behavioural Science to Images
Images don’t just make communication look better. They can influence attention, trust, emotion and behaviour. Discover the emerging discipline of Behavioural Photography.
The Dark Side of Persuasion in Politics: Who Is Influencing Your Vote and Our Politicians?
How much of your political opinion is really your own? Explore the behavioural science behind political manipulation, corporate donations, Social Proof, opinion polls, social media, party loyalty, the Halo Effect and other hidden influences that can shape politicians, voters — and ultimately your vote.
Strategic Charity Partnerships: A Guide to Business Growth and Greater Community Impact
When a business genuinely supports a cause, something fascinating can happen psychologically. Shared values, reciprocity, social proof, trust and a sense of “people like us” can all influence how customers and employees perceive the organisation — creating benefits for the charity, the community and the business.
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Explore the Podcast
Browse past episodes, featured guests, and key topics—from persuasion ethics and influence science to communication strategies that actually work in real life.
Want an episode your audience will love?
Social Influence or Ethical Persuasion was ranked by the World Economic Forum in 2025 as the third most urgent skill for businesses to develop. The topic of ethical and optimal communication is therefore a valuable episode for any TV, Radio or Podcast show that is business- or career-related.
As a business partner of Dr Robert Cialdini, a Founding Member of the Cialdini Institute, and having taught this topic since 2000, Patrick brings a practical, ethical approach to persuasion backed by psychology, in line with the world authority on the subject, and real-world experience.
If you’re looking for a thoughtful, engaging guest who delivers value your audience can use immediately—not hype—let’s talk.